Presentación y clasificación de marcas en la categoría de cuidado capilar con el potencial de ser adquisiciones de alto impacto para la empresa Henkel

Abstract

The project is a case study based on an investment portfolio to be presented to Henkel that consist in four hair care brands with international relevance, which are evaluated and compared in relation to the innovative and sustainable component that they have, in order to present the most adecuaded brand as an option to become a high-impact acquisition for the company. Using a qualitative research methodology, the work present a detailed description of the Henkel, as well as the cosmetic sector and the hair care subsector where the project materializes. Then the categories and subcategories destined to evaluate and comparete the brands selected are described and explained and the system to realize the evaluation and comparation is defined. Finally the four brands included in the portfolio are presented to carry on with the evaluation and comparison to define which is the best profiled brand to be a high-impact acquisition for Henkel.